It is important to know that Google actually endorses SEO related services when they are done correctly. On Google’s webmaster central they have a series of bullet points that should be a concern for every person or business of acquiring some sort of search engine optimization services for their business. They cover some of the most important points I have been stressing for many years.

“No one can guarantee a #1 ranking on Google.
Beware of SEOs that claim to guarantee rankings, allege a “special relationship” with Google, or advertise a “priority submit” to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap and you can do this yourself at no cost whatsoever.”

Right from the mouth of Google! If you speak with an SEO company that is guaranteeing search engine rankings I would walk in the opposite direction because nobody can guarantee any sort of rankings when it comes to search.

“Be careful if a company is secretive or won’t clearly explain what they intend to do.
Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or “throwaway” domains, your site could be removed entirely from Google’s index. Ultimately, you are responsible for the actions of any companies you hire, so it’s best to be sure you know exactly how they intend to “help” you. If an SEO has FTP access to your server, they should be willing to explain all the changes they are making to your site.”

There are no secrets with SEO. It is simply the process of marketing your business and in return you generate great search rankings over time as your efforts age to help build visitors to your website. You have to develop trust in the search engines and prove you are a legitimate brand and business and over time you will be rewarded with improved search engine rankings. Don’t believe anyone that claims they have the “secrets” to SEO because it doesn’t work that way. When Google comes out and tells you that it is a very distasteful approach to take you need to listen and adhere to their warnings so that you don’t get burned by any SEO firms.